SEO Term Definition
PPC – Pay-Per-Click Advertising
PPC (Pay-Per-Click) is a digital advertising model where advertisers pay each time someone clicks their ad. Google Ads (search ads) appear at the top of SERPs and complement organic SEO efforts.
Reviewed by Alexander Yarovenko · Updated: 2026-06-25
What is PPC?
PPC (Pay-Per-Click) is a digital advertising model in which advertisers pay a fee each time one of their ads is clicked. In the context of search engines, PPC ads appear at the top and bottom of the SERP, labelled "Sponsored." The most popular PPC platform for search is Google Ads (formerly AdWords).
PPC vs SEO
| PPC | SEO | |
|---|---|---|
| Cost | Pay per click; stops when budget runs out | Investment in content/links; traffic persists |
| Speed | Instant visibility | Weeks to months |
| Click share | ~15–20% of clicks | ~80–85% of clicks |
| Trust | Lower (users identify ads) | Higher (organic trust) |
| Long-term value | Disappears when you stop paying | Compounds over time |
How PPC Works in Google Ads
- Advertisers create campaigns targeting specific keywords
- When a user searches a target keyword, an auction determines which ads appear and in what order
- Ad Rank = Bid × Quality Score (relevance of ad + landing page experience + CTR)
- Advertiser is charged only when a user clicks the ad
PPC and SEO Synergy
- Keyword insights — PPC data reveals which keywords actually convert; use this to prioritise SEO targets
- SERP coverage — ranking organically + having a paid ad doubles your SERP real estate
- Test before investing — run PPC on a keyword to validate conversion rate before investing 6 months in SEO
- Brand protection — bid on your own brand name to prevent competitors stealing clicks